Whitesales

What Whitesales does

Whitesales is a UK-based designer, manufacturer and distributor of rooflights and overhead roof glazing systems, operating as a trading division of Ryno Ltd from its headquarters in Cranleigh, Surrey with manufacturing facilities in Livingston, Scotland. The company sells a portfolio organised into modular flat-roof windows (em.glaze Premium, Economy, Resi, Electric Opening, Linked Glass and Skyvu Lantern ranges, plus em.dome polycarbonate, ray.lux and em.tube sun tunnels), a bespoke fabrication line covering heritage replicas, barrel vaults, pyramids, ridgelights, lanterns, monopitch/northlights, multipane and flat-glass systems, and accessories including em.curb uPVC upstands and timber sloping upstands. Technical differentiators include flush glass-to-edge designs with thermally broken aluminium profiles, CWCT TN66/TN67 Class 1 non-fragile certification, thermal performance down to 1.23 W/m²K, 34 dB acoustic insulation and 86% light transmission, plus a partnership with Window Master for app-controlled electric ventilation.

The business operates a hybrid go-to-market model: direct field sales via Area Sales Managers targeting architects, specifiers and large commercial contractors; a UK-wide building merchant and retailer network supported by a dedicated five-step program with training, marketing assets and e-commerce integration; a self-service online RUFUS Part Configurator generating unique assembly part codes; and a homeowner referral path through merchants and installers. Pricing is quote-based with no publicly disclosed list prices; lead times are 3–5 days for stock modular sizes and 3–5 weeks for bespoke products. Customers span roofing and building contractors, merchants and retailers, architects and specifiers, homeowners and fabricators, with named projects across education (Cowes Enterprise College, Woodview Primary, Claremont Fan Court), heritage and entertainment (Somerset House, Apollo Victoria Theatre), rail infrastructure (West Kirby Railway Station) and large social-housing refurbishment (Lancaster West Estate, 31 ridgelights across three phases).

Commercial credibility is anchored by ISO 9001 quality management, SSIP safety, Constructionline Gold for UK government procurement, CWCT non-fragility certification and RIBA-accredited CPD provider status, which together act as gatekeepers for public-sector and heritage specification. The company is privately held, does not disclose revenue, has no external funding rounds in the input data, and is led by Finance Director Simon Taylor. Its strategic posture is best characterised as a mature specialist extending into digital specification tools, smart-controlled product variants and consolidated operations under the Ryno umbrella, rather than a high-velocity scale-up.

Name

Whitesales

Legal name

Ryno Ltd

Website

https://whitesales.co.uk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Whitesales is a UK-based manufacturer and distributor of rooflights and bespoke roof glazing systems, serving roofing contractors, building merchants, architects and homeowners across the UK from facilities in Surrey and Livingston, Scotland.

Ownership category

akta.pro rank

Product category

Roof Glazing Systems

akta.pro primary industry

Skylights, Roof Glazing & Glass Roofing Systems (IMADAHAK)

akta.pro secondary industries

Skylights, Roof Windows & Daylighting (IMADAFAL), Skylights & Roof Windows (IMADAIAD), Skylight & Roof Penetration Flashing (Exterior) (HSAPAKAJ), Flashing, Edge Metal & Roof Accessories (IMADAFAJ)

Keywords

• Roof glazing systems
• Flat glass rooflights
• Polycarbonate roof domes
• Bespoke daylighting solutions
• Heritage rooflight replication

Headquarters

HQ city

Cranleigh

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Rooflight Product Sales: One-time hardware sales of rooflights including flat glass, polycarbonate domes, lanterns, and bespoke solutions. Products sold directly and through merchant channels.
2. Bespoke Roof Glazing Systems: Custom-designed and manufactured roof glazing solutions for complex projects including heritage replacements, commercial atriums, and industrial rooflights. Manufacturing to exact specifications with design support.
3. Accessories and Components: Sale of complementary products including upstands, controls, ventilation systems, and replacement parts for rooflight installations.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Whitesales designs, manufactures, and distributes roof glazing systems including modular flat glass rooflights, polycarbonate domes, barrel vaults, lanterns, and bespoke daylighting solutions for commercial and residential buildings. The company also supplies proprietary accessories such as em.curb uPVC upstands, timber sloping upstands, and electric opening controls, complemented by design, technical, and merchant support services plus the RUFUS online specification configurator.

Product overview

Whitesales is a UK-based manufacturer and supplier of roof glazing systems operating as a trading division of Ryno Ltd. The company offers a comprehensive portfolio of rooflight products organized into three main categories: standard/modular flat roof windows (including em.glaze Premium, em.glaze Electric Opening, em.glaze Resi, em.glaze linked glass, em.glaze Skyvu Lantern, em.dome polycarbonate, ray.lux, and em.tube Sun Tunnel), bespoke/custom rooflights (including heritage replicas, barrel vaults, pyramids, ridgelights, lanterns, monopitch/northlights, and multipane), and accessories (em.curb upstands, Timber Sloping Upstand, controls). Products are supported by technical services including design support, merchant support, CPD training, and the RUFUS online configurator. The company operates manufacturing facilities in Livingston, Scotland and Surrey, UK.

Differentiator

Problem solved

Functional benefit

Brands

• em.glaze: Range of flat glass rooflights including Premium, Economy, Resi, Electric Opening, and Linked Glass variants.
• em.dome
• em.curb
• em.line
• em.vault
• em.tube
• ray.lux
• Skyvu Lantern
• RUFUS

Products and services

• em.glaze Flat Glass Premium

Quantifiable outcome

• Lead times as fast as 3-5 days for stock sizes, 3-5 weeks for bespoke products
• +4 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Ryno LimitedcoreStrategic or Co-development PartnerWhitesales operates as a trading division of Ryno Limited. This integration simplifies operations and provides a stronger organizational structure for the rooflight business.
• Window MastercoreTechnology or IntegrationPartnership for smart building technology controls. Window Master provides intelligent control units with App connectivity for em.glaze Electric Opening rooflights, enabling mobile phone connectivity and automated ventilation.
• LareineminorStrategic or Co-development PartnerPartnership providing additional support capabilities including design, technical and installation assistance, and bespoke fitting services across the UK.
• CWCT (Centre for Window & Cladding Technology)coreOthersTesting and certification partnership for non-fragility classification. Products tested to CWCT TN66 & 67 standards for Class 1 and Class 2 ratings.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Saint-Gobain Glass (and Pilkington): Major glass manufacturers supplying float and coated glass products used in architectural glazing including rooflights. They are upstream suppliers rather than direct competitors but their distribution channels and contractor relationships meaningfully shape the competitive context Whitesales operates in for high-performance flat glass rooflights.
• VELUX Group: Global market leader in roof windows and skylights for residential and commercial buildings. VELUX is the most direct peer to Whitesales in terms of rooflight category, but at vastly greater scale and geographic breadth, with an extensive range of pitched and flat-roof skylights including electric and solar-powered variants.
• Rinnai (Kingspan Daylight) — former kingspan daylight now operated under different brand: Mentioned as an adjacent context; a broader building envelope specialist with daylighting product lines. Comparable as a wide-portfolio incumbent serving commercial roofing/daylight specifications where Whitesales also competes on larger commercial tenders.

Direct peers

• Keylite Roof Windows: UK-based manufacturer of pitched and flat-roof roof windows with established merchant distribution and integrated upstand/flashing systems. Keylite is one of Whitesales' closest direct competitors in the UK flat-roof and pitched-roof window category for both stock and bespoke commercial applications.
• Sunsquare Flat Roof Skylights: UK specialist manufacturer of flat-roof skylights and roof lanterns with a focus on thermally efficient, architectural-grade flat glass rooflights. Direct competitor in the premium residential and commercial flat-roof skylight segment alongside Whitesales' em.glaze Premium range.
• FAKRO: One of the world's largest manufacturers of roof windows, flat-roof skylights, and loft ladders, headquartered in Europe with strong UK distribution. FAKRO competes head-to-head with Whitesales in flat-glass and modular skylights, including electric/smoke-ventilation variants and bespoke heritage-style roof windows.
• The Rooflight Company: UK specialist in premium bespoke rooflights and walk-on glass roof structures, focused on heritage and architectural projects. Overlaps with Whitesales' bespoke/heritage range of replica and listed-building roof glazing, targeting the same architect/specifier segment.
• Colt (Coltlite): UK specialist in glazed roof, smoke ventilation, and natural daylight systems including skylights, rooflights, and continuous barrel-vault glazing. Overlaps with Whitesales' bespoke barrel-vault, monopitch, and smoke-ventilation rooflight solutions for commercial and industrial buildings.
• Brett Martin Daylight Systems: UK and Ireland manufacturer of polycarbonate dome, pyramid, and barrel-vault rooflights plus glazing bars and roof accessories. Direct overlap with Whitesales' em.dome, em.vault, and em.line polycarbonate rooflight lines and merchant distribution in the UK/Ireland market.

Regional players

• Skylights International (Truelook): Specialist rooflight and skylight manufacturer primarily serving non-UK European markets including bespoke heritage and conservation glazing. Comparable product mix to Whitesales' bespoke heritage range, but operating in different geographies, hence regional-player status.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Whitesales_UK
• Facebookfacebook.com/WhitesalesLtd
• LinkedInlinkedin.com/company/whitesales
• Instagraminstagram.com/whitesalesuk
• Xx.com/WhitesalesUK

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Whitesales